Marketingová strategie fotbalového klubu

Abstract

This diploma thesis focuses on the analysis of current situation of football club and proposal of appropriate marketing strategy. To realization my objectives, I analyzed microenvironment and macroenvironment and conducted SWOT analysis. The proposal of marketing strategy was applied on individual elements of services marketing mix by model 7P. This thesis I realized in FC Tesoma Zlín, which playing in the second league. The project brings for management of football club information about deficiencies and recommendations to their elimination.